Rugby World Cup: How brands are engaging a new wave of fans
Erin LyonsAs the sport welcomes a host of new fans, it creates an opportunity for brands looking to tap into the buzz around the Rugby World Cup in Japan.
Women’s football must value match days to capitalise on post-World Cup buzz
Charlotte RogersWhile brands from Visa to Coca-Cola fought for a piece of the women’s football action during the summer’s World Cup, now is the time for clubs to capitalise on the attention to achieve a sustainable future.
William Hill promotes social side of gambling to squash negative stereotypes
Charlotte RogersWilliam Hill is moving on from its high concept Anthony Joshua ad with a new campaign celebrating friendship, which focuses on customers as “people not just gamblers”.
Marketing Week Top 100: The top sport, gaming and gambling marketers
Marketing Week ReportersMarketing Week reveals the top 10 marketers in the sport, gaming and gambling sectors, part of our Top 100 Most Effective Marketers project.
What to do if you’re priced out of sports sponsorship
Harry LangThe price of Premier League football sponsorship has become prohibitive for most brands, but women’s sport and lower-league teams represent an opportunity to build awareness and advocacy.
Betfair shifts focus from TV to digital as gambling ad ban takes effect
Charlotte RogersAs the whistle-to-whistle gambling ad ban comes into effect during live sport, Betfair is hoping a shift to more brand-led advertising and a focus on taking customers on a “digital journey” will help it stand out in a competitive market.
How Adidas is using creative narratives to build brand equity
Erin LyonsAdidas’ outdoor division is drawing on the expertise of its wider athletic business while at the same time flexing its creative muscle in an attempt to demonstrate the direction it can take the global brand.
Vitality on its Netball World Cup sponsorship: We won’t take a cookie-cutter approach
Erin LyonsThe health insurance provider says its challenger status means it can take a “nimble and innovative” approach into its sponsorship of the Netball World Cup, but it must ensure it remains reactive and responsive.
From empowerment to performance: Why brands need to shift the narrative around women’s sport
Charlotte RogersBrands should focus on the technical ability of female athletes and tap into the power of male allies to promote a ‘one game’ philosophy.
Leaving a legacy: Why brands are going back to the grassroots of women’s sport
Charlotte RogersIf brands are serious about closing the gender gap in sport they should start by challenging the cultural barriers at a grassroots level.
Wimbledon on its marketing strategy: We are going beyond just releasing a pretty trailer
Erin LyonsIt’s arguably one of the most prestigious sports tournaments in the world but Wimbledon says a brand refresh and new tone of voice will prove to fans it’s not the “ivory tower” people may think it is.
How brands can level the playing field for women in sport
Charlotte RogersAn unprecedented number of brands are jumping into women’s sport sponsorships, but are they doing enough to advocate for female athletes or just benefitting from the wave of popularity?
Nike is the big brand winner at the Women’s World Cup
Lucy TesserasAs England’s Lionesses make history by getting to the semi-finals for the second World Cup in a row, Marketing Week reveals the big brand winners of this year’s tournament.
How Man City is building an ecosystem around ‘under-served’ women’s football
Erin LyonsManchester City already sees women’s football as a “strategic investment” ripe for innovation, but a new report reveals a major barrier lies not only in speaking to, but also reaching, a new wave of fans.